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Dentsu Aegis owned Isobar confirms undertaking strategic review

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By Jessica Goodfellow, Media Reporter

September 2, 2016 | 3 min read

Dentsu Aegis’ digital marketing agency Isobar is currently undergoing a strategic review, bulking up its consulting capabilities and customer relationship while appearing to slim down in other areas of the business, writes Stephen Lepitak and Jessica Goodfellow

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Isobar

The agency has been undergoing a number of strategic changes across the year. Most recently Isobar launched a new unit by merging its consulting capabilities with Copernicus Marketing and Forbes Consulting, both subsidiaries of parent company Dentsu.

The newly formed entity, Isobar Marketing Intelligence Practice, was created to help the agency better serve its clients by combining emotional insights, segmentation and forecasting abilities and customer experience expertise from the three subsets.

Meanwhile to enhance its customer experience, in April the agency hired its first chief experience officer for EMEA and Asia Pacific; Cheyney Robinson, the former chief creative officer for Europe at IBM Interactive Experience.

Robinson was tasked with "leading and further evolving" the agency’s experience and service design arm across EMEA and Asia Pacific.

Explaining the thinking behind the appointment, Jean Lin, the global chief executive at Isobar, said for brands to succeed in today's omni-channel world, a key factor is connecting narrative with customer experience.

Later that month, Isobar’s chief creative officer for EMEA Nick Bailey departed the agency after three years. In June DigitasLBi's Simon Gill stepped up as chief creative officer to lead Isobar UK’s creative team.

Amongst the movers and consultancy focus, a review of less profitable areas of the business has been rumoured. The Drum understands that the company currently has around 25 employees in the UK amidst the review but Dentsu Aegis refused to confirm how many staff currently were employed by Isobar at the time of writing.

A spokesperson from the agency said: “Isobar has a new global vision - to transform business and brands with the creative use of digital – and ambitions to lead the market though our brand commerce offering, creative campaign experience and innovation expertise.

“We have started a strategic review around reshaping our business to ensure we have the right capabilities, shape and size of agency to deliver on these and on the needs of our clients now and in the future. We are only at the start of this review and not in a position to confirm any outcomes at this stage.”

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